sargaço

This project focuses on the sargassum cycle. Based on this idea, we created a visual identity that revives and honors the roots of this tradition, highlighting the clothing, accessories, and stories passed down through generations.

First, for the testimonial video, it was necessary to contact the two main sargaceiro groups in Apúlia. We conducted five interviews with sargaceiros of different ages, offering various perspectives, and also interviewed a farmer who helped complement the video. We explored Apúlia, capturing the atmosphere of the sargassum community. With all this material, we divided the video into five sections: the harvest, the drying process, its use in agriculture, the stories, and finally, a performance by some of the interviewees, who presented a sample of a dance related to sargassum. Since one of the sargaceiro groups is also a folklore group, we used an original song of theirs: Olívia – Grupo dos Sargaceiros da Casa do Povo de Apúlia.

Next, we gathered two stories that deeply impacted us. One was about the sargaceiras' hats, which featured a photograph of their husbands as a sign of commitment. The other was about how they used to bring lunch to their families and compete to see who had the whitest tablecloth. We used these stories as the foundation for the brand film.

The film begins with a young widow picking up her hat with her late husband's photograph. She starts preparing her ritual, washing the tablecloth, cooking, and getting everything ready to go to the beach. Once there, she sets everything up as if she were meeting her husband. She then walks toward the sea, where a shadow appears, the shadow of her husband. Throughout the video, a narration from the character provides context for the audience. Considering all these elements, we decided to name the film Memórias do Sargaço (Memories of Sargassum).